The Glenmorangie whisky brand has been rolled out as a commercial partner of motor racing's top-tier Formula 1 (F1).
Glenmorangie is part of the wider LVMH French luxury goods conglomerate, and this news (announced late on July 1) comes as part of the wider, 10-year, major tie-up between LVMH and F1. That deal, made public last October and running through 2024, has been reported by media to be worth $100 million annually to the motor racing series.
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F1 has now brought Glenmorangie on board as its official whisky partner, with the partnership unveiled in the build-up to the 2025 British Grand Prix at Silverstone, one of the F1 circuit's most iconic events.
At the Silverstone event – with the race itself taking place on July 6 – Glenmorangie will activate through an experience aimed at showcasing its range of cocktails.
The overall LVMH-F1 tie-up has already seen a number of specific LVMH brands – such as watch giant Tag Heuer, spirits company Moët Hennessy (which runs Glenmorangie), and major fashion label Louis Vuitton – come on board in partnerships covering the motor racing series.
In March, for example, LVMH-owned Belvedere became F1's official vodka partner.
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By GlobalDataThe series has long courted a strong influence in the high fashion and luxury goods industries thanks in part to its wealthy status, and similarly wealthy fanbase.
The sheer variety of LVMH’s brand offerings, which also include champagne brand Moët and Chandon and the Belmond hotel chain, could bring it dominance over not just one but several of the sponsorship categories that F1 offers.
Emily Prazer, Formula 1's chief commercial officer, has said: "With our mutual respect for tradition, it is absolutely fitting that we are launching our collaboration at the Formula 1 British Grand Prix at Silverstone – the circuit that hosted our first race 75 years ago – and from there around the world for many years to come.”
Caspar MacRae, president and chief executive at Glenmorangie, added: "I am thrilled to set in motion Glenmorangie’s landmark partnership with Formula 1 – the pinnacle of motor racing."
Aside from LVMH, other major F1 partners include Aramco, AWS, Crypto.com, DHL, Lenovo, MSC Cruises, and Qatar Airways.
After Silverstone, the 2025 F1 calendar heads to Belgium in late July.
Late last month, a hosting rights contract extension was signed with the organizers of the Austrian Grand Prix at the Red Bull Ring circuit.
